GOED-2022: Chinese Health Supplements market

1
Trends in China’s Cross Border
eCommerce for Health Supplement
2021
Date: Feb 15th 2022
By: TMO Group - Jing Zhou
GOED Exchange 2022

TABLE OF CONTENT
1. TMO Introduction

2. China Health Supplement Market and
Landscape

3. Cross-Border Online Health
Supplement Market (in Alibaba family)

4. Omega 3 Product Market Broken-down

5. Chinese Consumers
TABLE OF CONTENT

Shanghai | Chengdu | Hong Kong | Amsterdam
About us
TMO Group is a Digital Commerce Agency based in
Shanghai, Chengdu，Amsterdam and Hong Kong which
provide brands with Consultancy, Design, Development &
Managed services covering (e)Commerce - Data - AI.

We provide integrated solutions for the entire eCommerce
value chain with a strong focus on Health & Beauty for
Business-to-Consumer (B2C) / Direct-to-consumer (D2C) &
Industry wide focus for Business-to-Business.

3

Who worked for

4
B2B B2C

Shanghai | Hong Kong | Amsterdam
2015 2017
1st pilot bonded model in
China - Hangzhou custom
and bonded zone
2016 2018 2019 2020
Cross border projects Timeline

5

Market localization / Entry strategy

6

7
China

Health Supplement
Market

and Landscape


8
0
100
200
300
2015 2016 2017 2018 2019 2020 2021E 2022E
298.9
270.8
250.3
222.7
188
161.4
144.6
128.2
in Billion RMB
China. A growing Health Supplement market

Source: Source: iimedia 2021 Q1
Market size and Forecast of China Health Supplement market

2015 - 2022
US
Australia
Japan
China
0 300 600 900 1200
191
919
956
1,119
in RMB
Per capita consump
ti
on of health products in
2019
19%
12.8%
11.6%
16.5%
18.5%
12.4%
11.2%
8.8%
Growth
Health Supplement: the General term of Health products(with “BLUE HAT”) and Dietary supplements.


9
Policy Support for Medical and Health Market
Development
Healthy China 2030 sets out
China’s long-term approach
to healthcare and shows
China’s commitment to
participating in global health
governance.
“Health China 2030
reforms
“

2016
Continuing to improve medical
and health services, improve
and optimize the con
fi
guration of
medical equipment, and meet
the diverse and multi-level
health needs of the Chinese
citizens.
"Thirteenth Five-Year
Plan for Health and
Wellness"
2017
Aim to develop the Internet plus
M e d i c a l a n d H e a l t h c a r e
strategy, promote the intelligent
integration of the Internet and
medical & health services.
Utilising the means of cross-
border eCommerce can consider
a good signal.
"Opinions on Promoting
t h e D e v e l o p m e n t o f
" I n t e r n e t + M e d i c a l
Health""
2018
It targets a wider public
engagement in sports, better
c o m p e t i t i v e s p o r t s
performances, a stronger
sports industry, a more
vibrant sports culture, and
enhanced sports exchanges.
"Outline for Building a Sports
Powerhouse”
2019


10
12%
6%
6.1%
10.4%
18.3%
25.2%
13.0%
8.7%
Age below 25
25-30
31-35
36-40
41-45
46-50
Age over 51
Others
Age distribu
ti
on of Sub-Health popula
ti
on in China
Consumption Drive
1. Rising personal income drives demand for better
healthcare
• In 2020, China's GDP per capita has exceeded 10,000 US dollars,
of which the super-
fi
rst-tier cities have exceeded 25,000 US
dollars， the increase in per capita income can lead to an increase
in the consumption of healthcare products
.

• The national per capita disposable expenditure on healthcare
exceeded 1,000 yuan in 2019, with a YoY growth of 13%.
5.6%
7%
8.9%
11.4%
11.9%
12.6%
1990 2000 2010 2017 2018 2019
China's aging trend 1990 - 2019
% of elderly above 65
2. Aging population
Source :huaon.com
Source: national Bureau of Statistics
2. 2020
3. The epidemic has boosted Healthcare needs, the products
that enhance immunity are the most concerned
Search for “immune”
• 40% increase on product view
In Feb 2020 for the Health
product in Tmall Globa
l

• 47% growth on the total sales
revenue in cross border Health
Supplement in 2020 compared
to 2019
4. The growing number of young and middle-aged
sub-health groups
Source: national Bureau of Statistics


11
Consumer group - Elderly people
4.0%
4.0%
28.0%
40.0%
24.0%
below 100yuan
100 - 300 yuan
300-500 yuan
500 - 1000yuan
1000-1500 yuan
Expenditure on Health supplement by elderly in 2021 Q1
Func
ti
onality
Price
Word of Mouth
Brand
Promo
ti
on
Packaging 8%
16%
36%
40%
76%
80%
Considera
ti
ons when elderly make a purchase
Market size and Forecast of China’s pension industry 2018 - 2022
0
2750
5500
8250
11000
2018 2019 2020 2021E 2022E
10,250
8,780
7,180
6,910
6,500
in Billion RMB
24%
5.18% 3.91%
22.28%
16.74%
Growth
150.1 Billion RMB

Market size of Health Supplement for
Elderly people in China 2020
Source: iimedia 2021


12
Consumer group - the Young & Middle aged
70.1 Billion RMB

Market size of Health Supplement for Young
and middle-aged group in China 2020
Market size and Forecast of Health Supplement for Young and Middle-aged
group in China 2017 - 2021
0
20
40
60
80
2017 2018 2019 2020 2021E
75.8
70.1
66.8
56.4
48.4
in Billion RMB
20%
11.6%
16.5%
18.5%
12.4%
8.2%
Growth
Stay up late o
ft
en
Irregular diet
Unbalanced diet
sedentary
chronic high anxiety
Smoking/long-term secondhand smoke
excessive drinking
Diet high in fat, salt and sugar 57.5%
57.9%
60.9%
63.6%
65%
70.3%
75.1%
81.4%
The distribu
ti
on of lifestyle a
tt
ributes causing the decline of
immunity level among Chinese ci
ti
zens
Sub-health status among Chinese
citizens aged 18 and above in 202
0

• Overweight and obesity rate over 50
%

• The prevalence of hypertension: 27.3
%

• The prevalence of diabetes:11.9
%

• The prevalence of hypercholesterolemia: 8.2
%

• The prevalence of chronic obstructive pulmonary
disease among people aged 40 and over: 13.6
%

The above
fi
gures are all up compared to the results
published in 2015


13
Consumer group - Pregnant women
65 Billion RMB

Market size of Health Supplement for
Pregnant women in China 2020 with a YoY
growth of 21.8%
Market size and Forecast of Health Supplement for Pregnant
women in China 2017 - 2021
0
20
40
60
80
2017 2018 2019 2020 2021E
70.4
65
53.4
45.1
38.7
Market size in billion RMB
Folic acid
Mul
ti
-vitamins
DHA
Probio
ti
cs
Calcium supplement
Protein powder
Fish oil 15%
15.4%
19.1%
21.9%
33.3%
40%
54.6%
2020 Overall penetra
ti
on rate of nutri
ti
onal supplements during
pregnancy
Product preference

• 78% of pregnant women think the tablets/
capsules are too large to swallo
w

• 78% can't stand the taste of
fi
sh/shrim
p

• 65% would like mini-tablet
s

• 56% would like fruit-
fl
avored medicine
s

• 34% would like to have a tasty drink of iro
n

• 54% would like tips on how to eat them
22%
12.8% 11.6%
16.5%
18.5%
21.8%
Growth
Source: grandlinecn
Source: Mobtech

Pharmacy - OT
C

The main consumer group is the elderly，49% of them
are over 60, who have always been purchasing health care
products. Generally, pharmacies are equipped with
professional prescribing guide, which creates a high degree
of trust for elderly people. However, the short-term growth
of pharmacies is limited due to the requirements of blue
hats for health care products and the impact of the new
medical insurance payment policy
.

• CAGR 2016-2020: + 1.48%
• The increase of pharmacy chains is expected to drive the
penetration rate, and slowly transforming towards
integrated drag supermarkets

14
Shifting Channels
eCommerce
40%
Others
12%
Pharmacy
23%
Direct sales
25%
Channels will be further diversi
fi
ed and integrated
Direct Sale
s

In the past ten years, Direct sales has been the main sales
channel of Health supplements in China, accounting for more
than 50%. The key customer groups are the late middle-
aged and elderly who lack health product knowledge. These
people have the huge potential of health supplements
consumption. Sales representatives are both consumers and
promoters, they provide one-to-one guidance which builds the
trust between salespersons and consumers.

• CAGR 2016-2020: - 4.11
%

• Leading companies are actively deploying eCommerce and
digitizing their business model
• New sales model: Social commerce/Digital commerce are
developing rapidly
Sales Distribu
ti
on
of Health Products
in China by
Channels 2020
Others - of
fl
ine retail point
s

With the increase of per capita disposable income and
the improvement of health awareness, the frequency
of taking health care products has increased. As the
most accessible purchasing channel for consumers on
a daily basis, the proportion of the supermarket
channel will continue to increase.
• CAGR 2016-2020: + 5%
• Emerging channels such as mother and baby
stores, professional supermarkets, and drugstores
have great potential for development in the future.
eCommerce - Online marketplace
s

Bene
fi
t from the overall growth of China eCommerce
market, the proportion of online sales for Health
Supplements in China has increased from 22% to 40% in
the past
fi
ve years, becoming the biggest sales channel.

Younger generation (Millennials and Gen Z) are the
main customer group have driven the vigorous
development of cross-border eCommerce, the favorable
custom policy enables easy procedure for foreign health
brand entering China market via cross border eCommerce.

• CAGR 2016-2020: + 24.49%
Source: Europemonitor


15
eCommerce / Cross border eCommerce
0
30
60
90
120
2014 2015 2016 2017 2018 2019 2020
116.1
105.8
82.1
61.8
48
37.8
29.8
in Billion RMB
40%
l

Market share: 25%
Kaol
a

Market share: 25%
JD Worldwid
e

Market share: 25%
VIP International

Market share: 9%
The Little Re
d

Market share: 5%
82.9% of
shoppers between
the ages of 19 to 40
42% of shoppers bought
Health supplements in last
year and 46.1% of shoppers
wish to buy next year
Life streaming

The live streaming has started in 2016,
the market size is reaching 961 billion
yuan in 2020, with an annual growth rate
of 270%, it’s becoming an important
online sales channel.
Source: iresearch 2021.6

16
Cross-Border Online
Health Supplement
Marke
t

in Alibaba family
Source: Taobao data

Historical data 2019.01 - 2021.12
0 RMB
1,000,000,000 RMB
2,000,000,000 RMB
3,000,000,000 RMB
4,000,000,000 RMB
2019-01 2019-04 2019-07 2019-10 2020-01 2020-04 2020-07 2020-10 2021-01 2021-04 2021-07 2021-10
Sales revenue
Double 11 Sales
Double 11 Sales
Double 11 Sales
2,117,881,620 RMB
3,454,760,170 RMB
3,689,541,206 RMB
OVERALL SALES PERFORMANCE

17

BRAND
REVENUE
(RMB)
COUNTRY
ORIGIN
Swisse 379,429,065 Australia
Move Free 115,179,794 USA
Blackmores 94,084,902 Australia
GNC 74,851,856 USA
Fancl 59,431,294 Japan
Doctor’s Best 55,475,435 USA
Puritan‘s pride 50,975,193 USA
RealHouse 49,621,435 Canada
Jamieson 49,083,952 Canada
Pola 48,580,050 Japan
BRAND
REVENUE
(RMB)
COUNTRY
ORIGIN
Move Free 178,838,441 USA
GNC 94,055,548 USA
Fancl 92,049,558 Japan
Life Space 65,100,042 Australia
Puritan‘s pride 62,957,138 USA
Noromega 53,524,567 Norway
Pola 51,173,898 Japan
Centrum 50,112,985 USA
OBSERVATIONS

• Nov 2021’s top
fi
ve best-selling
brands this year is the same as
Nov 2020. The total sales of these
fi
ve brands have increased
signi
fi
cantly this year.

• However, with the exception of
Move Free, the sales of
fl
agship
stores decreased, showing that
for these brands, the sales
channels have been utterly
diverged.

• Consumers are now more willing to
buy products of the same brand
from lower-priced stores.

18
BRAND PERFORMANCE
Top 10 best-selling Brands Nov 2020 Top 10 best-selling Brands Nov 2021


19
CHANGES IN SUB-CATEGORIES
Nov 2020 Nov 2021
Market Share >=10%
Market Share >=10%
Nutrients-Oriented Bene
fi
ts-Oriented
• Vitamins/ Minerals
• Other Plant Extracts
• Beauty Supplement
• Mushroom/ Microbial Fermentation
Jamieson

Vitamin C
Swisse

Calcium
Misty Hill

NMN
Doctor's Best
Coenzyme Q10
GeneHarbor
NMN
Axxzia

AG Drink
Swisse

Cranberry
Puritan's Pride

Lutein
Swisse

Grape Seed
Swisse

Calcium
• Beauty and Nutrition
• Heart Health
• Bone and Joint Health
• Comprehensive Nutrient
Swisse

Multivitamins
Fancl

Nutrition Pack
Move Free

Glucosamine
Blackmores

Fish Oil
Doctor's Best
Coenzyme
Q10
Axxzia

AG Drink

20
Omega-3 product market
Source: Taobao data


21
Sub-categories included in the Heart Health Supplements:
Proportion of
Monthly Sales
revenue
1.2%
1.4%
5.7%
7.9%
34.2%
49.6%
Fish oil/deep sea
fi
sh oil
Coenzyme Q10
Natto Extract
Lecithin
Seal oil
DHA/EPA/DPA
The products under each category:

•Fish oil/ deep sea
fi
sh oil
◦Fish oil/ deep sea
fi
sh oil products

◦Krill oil products

•Seal oil
◦Seal oil products

•DHA/EPA/DPA
◦Algae oil products

◦Fish oil/ deep sea
fi
sh oil products that
are suitable for pregnant women and
These 3 sub-categories are related to Omega-3
products that contain mainly DHA and EPA.
Heart Health Supplements

Sales Revenue Share in Nov 2021
OMEGA-3 PRODUCTS ON TMALL & TAOBAO


22
BRAND
% OMEGA-3 SKU IN
FLAGSHIP STORE
COUNTRY OF ORIGIN
Blackmores 25.1% Australia
Swisse 7.9% Australia
WHC 87.5% Belgium
GNC 18.8% USA
Noromega 14.5% Norway
Ny-o3 54.6% Norway
Omegor 87.5% Italy
NOW 8.9% USA
Triomar 100.0% Norway
Nature made 20.0% USA
* According to data of Nov 2021
TOP 10 OMEGA-3 PRODUCT BRANDS
Brand Sales Revenue (RMB)
Blackmores
Swisse
WHC
GNC
Noromega
Ny-o3
Omegor
NOW
Triomar
Nature made
0 10,000,000 20,000,000 30,000,000 40,000,000
Flagship store Other stores
36,267,951
26,663,802
16,323,536
12,439,306
9,659,246
8,604,118
8,057,678
6,214,908
5,530,242
5,280,132


23
Price
Range
(RMB)
0 - 50
50 - 100
100 - 150
150 - 200
200 - 300
300 - 400
400 - 500
500 - 600
600 - 700
700 - 800
800 - 1000
1000 - 1500
1500 - 2000
2000 - 3000
4000 - 5000
8000 - 10000
Sales Revenue (RMB)
0 10,000,000 20,000,000 30,000,000 40,000,000
Category Price Range
BRAND
AVG
TRANSACTION
PRICE (RMB)
SALES VOL.
Noromega 719 13,456
WHC 425 32,024
Omegor 375 37,985
Triomar 335 17,473
GNC 314 37,934
Ny-o3 301 20,804
Blackmores 231 142,686
Nature made 197 23,176
Swisse 174 173,349
NOW 141 43,788
Brand Average Price Rank
*Data derived from Top 2000 SKUs.
*According to data of Nov 2021
OMEGA-3 PRODUCT PRICE


24
NO. 1
Product: Fish oil/deep sea
fi
sh oil

Brands: WHC

Listed price: 898 RMB

Avg. transaction price: 714 RMB

Sales revenue: 6,633,787 RMB

Sales volume: 9,294
⽐利时WHC⼩千⾦2盒装深海⻥油
⾼纯度欧⽶茄3 补脑润眼【限购1
套】WHC UnoCardio 1000 Fish
Oil Capsules
NO. 2
fi
sh oil

Brands: Blackmores

Listed price: 4,548 RMB

Avg. transaction price: 4,142 RMB


Sales volume: 1,469
NO. 3
【正品直营】Blackmores澳佳宝⽆
腥味⻥油软胶囊 12瓶呵护⼼脑眼

Blackmores Fish Oil 1000 (200
capsules) * 12 bottles
NO. 4
热巴同款Swisse 野⽣深海⻥油胶囊
DHA欧⽶伽3 中⽼年保健400粒/瓶

Swisse Ultiboost Odourless Wild
Fish Oil 1000mg (400 capsules)
fi
sh oil

Brands: Swisse




Sales volume: 33,188
NO. 5
gnc健安喜美国原装深海⻥⻥油中⽼
年欧⽶伽omega3健身软胶囊240粒

GNC Triple Strength Fish Oil Mini’s
(240 Mini Softgels)
fi
sh oil

Brands: GNC




fi
sh oil

Brands: Swisse




swisse斯维诗深海⻥油软胶囊欧⽶
伽3 omega3中⽼年1000mg400粒

TOP 5 BEST-SELLING PRODUCTS
*Ranked by monthly sales revenue


25
TMALL VS AMAZON COMPARISON
Tmall (China) Amazon (US)
E-commerce customers: Chinese E-commerce customers: Americans
Swisse
fi
sh oil

product page
screenshot of
Swisse Flagship
Store on Tmall
Swisse
fi
sh oil

product page
screenshot of
Swisse Wellness
on Amazon
• Product name would usually include the main target
consumer group, in this case, the middle-aged and
elderly (中⽼年).

• The celebrity endorsement is very an e
ff
ective
marketing strategy in China and brand would make it
apparent on the product page. Swisse put “the
same product as Dilireba” (a famous actress in China)
in front of their product name.

• A brand’s Tmall store usually recommends their own
brand’s product bundling to consumers.
• Product name would usually include the main
nutrients and their amount, in this case, EPA DHA
Omega 3 Supplement- DHA Supplement-1500 mg.

• Some information not usually seen on Tmall is
deemed important to western consumers and must
be indicated on the page, including diet type (e.g.
gluten free) and allergen information.

• On the brand’s product page, Amazon would
recommend product bundling from di
ff
erent sellers
or similar products from other brands.


26
SEARCH TRENDS ON BAIDU
Time frame
Baidu index is index number calculated by search
volume on Baidu, the
fi
gures are not the actual
volume of search

Guangdong
Shandong
Jiangsu
Beijing
Zhejiang
Henan
Hebei
Shanghai
Sichuan
Liaoning
Region distribution of above searches
Age distribution Gender spilt
Female Male
Fish oil Deep-sea
fi
sh oil DHA Blood lipid lowering Omega 3
1131 680 2234 504 559
+13% +21% -7% +14%
+39%
avg. search 2022.1
yoy growth


27
Price
Range
(RMB)
0 - 50
50 - 100
100 - 150
150 - 200
200 - 300
300 - 400
400 - 500
500 - 600
600 - 700
700 - 800
800 - 1000
1000 - 1500
1500 - 2000
2000 - 3000
4000 - 5000
8000 - 10000
Sales Revenue (RMB)
0 10,000,000 20,000,000 30,000,000 40,000,000
Category Price Range
BRAND
SALES REVENUE
(RMB)
COUNTRY OF
ORIGIN
WHC 15,294,932 Belgium
GNC 12,052,254 USA
Noromega 8,102,678 Norway
Omegor 8,031,911 Italy
Ny-o3 6,814,241 Norway
Now 5,981,679 USA
Triomar 5,269,896 Norway
Viva naturals 4,959,675 USA
Top Brands by Sales Revenue
FISH OIL/ DEEP SEA FISH OIL


28
Product name Brand Product type
Listed price
(RMB)
Avg.
transaction
price ( RMB)
Sales
volume
Sales
revenue
(RMB)
⽐利时WHC⼩千⾦2盒装深海⻥油
⾼纯度欧⽶茄3补脑润眼【限购1
套】 WHC UnoCardio 1000 Fish
Oil Capsules
WHC
Fish oil/ deep sea
fi
sh oil
898 714 9,294 6,633,787
【正品直营】BLACKMORES澳佳
宝⽆腥味⻥油软胶囊 12瓶呵护⼼
脑眼 Blackmores Fish Oil 1000
(200 capsules) * 12 bottles
Blackmores
Fish oil/ deep sea
fi
sh oil
4,548 4,142 1,469 6,084,852
热巴同款Swisse 野⽣深海⻥油胶囊
DHA欧⽶伽3中⽼年保健400粒/瓶
Swisse
Fish oil/ deep sea
fi
sh oil
199 127 33,188 4,211,439
swisse斯维诗深海⻥油软胶囊欧⽶
伽3 omega3中⽼年1000mg400粒
Swisse
Fish oil/ deep sea
fi
sh oil
336 222 36,468 4,054,851
gnc健安喜美国原装深海⻥⻥油中
⽼年欧⽶伽omega3健身软胶囊240
粒 GNC Triple Strength Fish Oil
Mini’s (240 Mini Softgels)
GNC
Fish oil/ deep sea
fi
sh oil
448 236 16,708 3,940,173
FISH OIL/ DEEP SEA FISH OIL - TOP 5 PRODUCTS


29
FISH OIL/ DEEP SEA FISH OIL PRODUCT COMMENTS
⼀直买的这款⻥油，效果很好，有股橙⾹
味。这次双⼗⼀帮⽼妈也买了⼀年的量。

I alway buy this
fi
sh oil. It’s very e
ff
ective
and has orange taste . During this Double
Eleven, I bought a year's amount for my
mom.
真的⾮常好！吃了⼀盒以后，发现记忆⼒好很
多！每天特别精神！⼈到中年，⻥油必备！双
⼗⼆再来的！

Really good product! After having a box, I
found that my memory got much better! I
feel great every day! Fish oil is a must for
the middle-aged ! I’ll be back for Double
Twelve!
# E
ffi
cacious
# High purity
# Easier to swallow
WHC Fish Oil
确实有⽤！吃了段时间才来评论妈妈吃了
⾎压降到正常了！

It works! I commented after some time
of consumption. Mom's blood
pressure has dropped to normal after
taking it!
Blackmores Fish Oil
# Reliable brand
# No smell
# Good quality
超⼤⼀个罐⼦！很满意的。年轻⼈该补也得
补啊，⻥油中有有效脂肪酸，对⾎管和肠道
都好。

A huge bottle! I’m very satis
fi
ed. Young
people also have the need for food
supplements. There are e
ff
ective fatty
acids in
fi
sh oil. Good for blood vessels
and intestines.
# Famous brand
# A
ff
ordable
# Good quality
超级⼤⼀罐东⻄货真价实⾮常好这种商
品只敢在天猫国际这种正规渠道购买物流
配送⾮常快速东⻄价格也很好还会继续回
购的！

Authentic product in super big bottle! I
only dare to purchase food
supplements via o
ffi
cial channels such
as Tmall Global Store. The logistics
was very fast, and the price was
impressive. I will come to repurchase
for sure!
Swisse Fish Oil
*Source: www.tmall.com


30
SEARCHTRENDSAND QUERY ON BAIDU:FISH OIL
Search
trends
Search index low high Up Down
What’s the e
ff
ect of
fi
sh oil
What’s the e
ff
ect of cod liver oil
The e
ffi
cacy of
fi
sh oil
Krill oil
The e
ffi
cacy of
fi
sh oil capsules
fi
sh oil capsules
How to eat
fi
sh oil
When to eat
fi
sh oil
Tuna oil
Soy Lecithin
Di
ff
erent from
fi
sh oil and cod liver oil
Fish oil Lecithin
Users try to understand:

• the difference between Fish oil, Cod liver oil, tune oil, salmon oi
l

• Ef
fi
cacy of
fi
sh oil and the eating guidance

• Fish oil and Lecithin


31
SEARCH TRENDS AND QUERY ON BAIDU: DEEP-SEA FISH OIL
Search
trends
How to eat deep-sea
fi
sh oil
Soy Lecithin
E
ffi
cacy of Lecithin
Lecithin
Lecithin
E
ffi
cacy of deep-sea
fi
sh oil
E
ffi
cacy of deep-sea
fi
sh oil
Which brands of deep-sea
fi
sh
oil are good?
Certain brand names appear in the search query, it seems users already have knowledge about
fi
sh oil and they try to search for:

• Brand recommendatio
n

• Ef
fi
cacy of deep-sea
fi
sh oil and the eating guidance

• Lecithin


32
Price
Range
(RMB)
50 - 100
100 - 150
150 - 200
200 - 300
300 - 400
400 - 500
800 - 1000
1000 - 1500
1500 - 2000
2000 - 3000
Sales Revenue (RMB)
0 500,000 1,000,000 1,500,000 2,000,000
SEAL OIL
BRAND
SALES REVENUE
(RMB)
COUNTRY OF
ORIGIN
Ny-o3 1,621,454 Norway
Noromega 995,808 Norway
Vinsic 764,605 Canada
BEC 720,204 Canada
Noraktiv 272,309 Norway
Slekan 191,054 USA
Celex 125,698 Canada
Bill natural sources 87,664 Canada
Pharmatech 58,701 Norway
Biopharma 56,971 Norway
Category Price Range Top Brands by Sales Revenue


33
Listed price
(RMB)
Avg.
transaction
price ( RMB)
Sales
volume
Sales
revenue
(RMB)
NYO3挪威纯海豹油软胶囊⼼脑⾎管
清道夫⻆鲨烯omega-3中⽼年120粒 
NYO3 Arctic Seal Oil (120 capsules)
Ny-o3 Seal oil 999 408 3,269 1,332,649
加拿⼤海豹油软胶囊1000mg稀有⻆
鲨烯omega3⼼脑⾎管清道夫中⽼年

Vinsic Seal Oil 2000mg (120
softgels)
Vinsic Seal oil 458 352 1,215 427,093
【直营】挪威Noromega海豹油软胶
囊⾎管清道夫欧⽶伽3 120粒X3瓶

Norogema Seal Oil (120 softgels) *
3 bottles
Noromega Seal oil 2070 1,293 302 390,387
【4瓶装】Vinsic⽢油三酯胆固醇⾎
酯3⾼Omega3加拿⼤海豹油软胶囊

Vinsic Seal Oil 2000mg (120
softgels) * 4 bottles
Vinsic Seal oil 1374 1,331 225 299,496
SLEKAN海豹油软胶囊DHA⻆鲨烯
omega-3清道夫⼼脑⾎管养护120粒

Slekan Seal Oil 1000mg (120
capsules)
Slekan Seal oil 2088 359 532 191,054
SEAL OIL - TOP 5 PRODUCTS


34
SEAL PRODUCT COMMENTS
之前⼀直在服⽤⻥油，后来看电视上说海豹
油⽐⻥油要好，含量要⾼，⽽且还没有⻥腥
味，降低⾎压是很好的效果，这个海豹油的
含量很纯还有治疗⻣质疏松的功效。

I had been taking
fi
sh oil before. A while
ago, I watched a TV program from where i
heard that seal oil is better than
fi
sh oil.
It’s higher (in DHA and EPA), and there is
no
fi
shy smell. It has a good e
ff
ect on
lowering blood pressure as well as
alleviating osteoporosis. This seal oil is
with very high purity.
# E
ff
ective for “3 highs”
# High purity
# No
fi
shy smell
# Rich in DHA & EPA
# No side e
ff
ect
# Treat vertigo
这款胶囊对⼼脑⾎管很有效果，海豹油的
效果更好，吃了以后⾎压也正常了。

This capsule is very e
ff
ective for
cardiovascular diseases. Seal oil is
better (than
fi
sh oil). My blood
pressure came back to normal after
eating.
NYO3 Seal Oil Vinsic Seal Oil
该品牌的海豹油常年吃，双⼗⼀优惠⼒度
⼤，囤了点货。

I always take this brand's seal oil.
There are great discounts during
Double Eleven and i hoarded more
products.
Noromega Seal Oil
# E
ffi
cacy
# No smell
# Portable packaging
之前买过三瓶吃了后，⾎液指标有所改善，
所以继续购买。

I bought three bottles before and after
taking the products, my blood indexed
improved, and so I repurchased it.
收到了海豹油对⽐了⼀下和现在吃的牌⼦
的成分每种营养成分含量都是翻倍啊⼀粒
顶以前吃的两三粒啊!

I received the product and compared
the ingredients with the brand I'm
using now. The amount of each
nutrient is doubled. Same serving with
doubled e
ff
ect!


35
Price
Range
(RMB)
50 - 100
100 - 150
150 - 200
200 - 300
300 - 400
400 - 500
500 - 600
600 - 700
700 - 800
1500 - 2000
Sales Revenue (RMB)
0 250,000 500,000 750,000 1,000,000
BRAND
SALES REVENUE
(RMB)
COUNTRY OF
ORIGIN
WHC 947,566 Belgium
Bio island 585,385 Australia
Elevit 350,928 Germany
Romega 341,669 Norway
Coromega 228,314 USA
Nature made 202,707 USA
Orthomol 162,991 Germany
Pharmatech 129,181 Norway
Biopharma 119,785 Norway
Blackmores 117,417 Australia
DHA/EPA/DPA
Category Price Range Top Brands by Sales Revenue


36
Listed price
(RMB)
Avg.
transaction
price ( RMB)
Sales
volume
Sales
revenue
(RMB)
⽐利时WHC⼉童⻥油套餐⼩精灵2
盒装润眼护脑提⾼记忆⼒ 
WHC QuattrO3 + PS Fish Oil for
Kids (60 soft gels) * 2 boxes
WHC
Fish oil/ deep
sea
fi
sh oil (for
kids)
658 506 986 498,493
澳洲bio island孕妇专⽤DHA海藻油
孕期哺乳期备孕胶囊营养品60粒 
Bio island DHA for Pregnancy (60
soft gels)
Bio island
Algae oil (for
pregnant
women)
151 96 5,184 497,664
【丁⾹妈妈推荐】Elevit澳版爱乐维
藻油DHA软胶囊孕妇专⽤孕60粒

Elevit DHA for Pregnancy and
Breastfeeding (60 capsules)
Elevit
Algae oil (for
pregnant
women)
239 163 2,150 350,928
WHC⼩精灵⼉童DHA ⾼纯度深海
⻥油维⽣素D明⽬补脑

WHC QuattrO3 + PS Fish Oil for
Kids (60 soft gels)
WHC
Fish oil/ deep
sea
fi
sh oil (for
kids)
279 225 1,088 244,816
ROMEGA孕妇DHA磷脂营养挪威⻥
籽油卵哺乳期全孕60粒 
Romega Arctic Herring Caviar Oil
(60 capsules)
Romega
Caviar oil (for
pregnant
women)
658 588 366 215,160
DHA/EPA/DPA - TOP 5 PRODUCTS


37
DHA/EPA/DPA PRODUCT COMMENTS
这个⼉童⻥油属于多效合⼀的，营养⽐较均
衡，胶囊粒不⼤，孩⼦可以接受，没有⻥腥
味。

This children's
fi
sh oil is multi-e
ff
ect
product with balanced nutrition. The
capsule size is small enough for children
and there is no
fi
shy smell.
⼩朋友还挺喜欢吃的说像⽔果软糖！吃了⼀周
左右很明显的感觉她记忆⼒变好了，给她教东
⻄可以记得住了，还会回购的！

My daughter likes it and said that it tastes
like fruity gummies! After taking it for
about a week, it is obvious that her
memory has improved. She could
remember the stu
ff
i taught her. I will
repurchase!
# Taste good
# E
ff
ective for memory
# Easy to swallow
# Doctors
Recommend
# Pregnancy use
# No smell
⼀次性买了四瓶，现在孕5⽉可以吃到⽣，
⼀胎都是买的这个牌⼦的营养品给孩⼦
吃，⼩红书好多推荐这款孕妇dha，之前
买的药店推荐的滴剂实在太腥了，这个可
以直接吞服，没有腥味，很不错!

I bought four bottles. I’m in 5th month
of pregnancy and I can eat it until I
give birth. I also bought this when I
was pregnant for the
fi
rst time.
Xiaohongshu recommends this DHA
for pregnant women. The product
recommended by the pharmacy I
bought before smells nasty. This
product doesn’t smell and can be
swallowed easily. Nice product!
WHC Fish Oil for Kids Bio island Algae Oil
是藻油，挺容易下咽的。孕期保健品还是
要选⼤品牌，放⼼⼀点。

This product is algal oil and is easy to
swallow. Health products from a
famous brand is the
fi
rst option for the
pregnant. The quality and safety is
guaranteed .
Elevit Algae Oil
# Brand reputation
for pregnancy
products
# No smell
挺好的，孕期⼀直在吃这个牌⼦的dha，⽐
较好吞咽，⽽且没有什么腥味。推荐！

Nice product! I have been buying this
brand’s DHA products during pregnancy.
It is easier to swallow, and there is no
fi
shy smell. I highly recommend it!


38
SEARCH TRENDS AND QUERY ON BAIDU: DHA
Cod liver oil
Food containing DHA
Which brands of dha are good?
DHA’s bene
fi
ts
When shall baby take dha?
When to take dha?
When shall pregnant women eat dha?
DHA for pregnancy
Search
trends
Users try to understand:

• Ef
fi
cacy of DH
A

• Eating guidance for pregnant woman and bab
y

• Brand recommendation


39
Animal Oil Plant Oil
Fish oil/ Deep sea
fi
sh oil Krill oil/ Seal oil
Algae oil
Omega-3 Products
OMEGA-3 PRODUCT SUMMARY
- Rich in DHA and EPA

- More a
ff
ordable

- Might smell
fi
shy

- Risk of pollution
- Rich in DHA and EPA

- Higher absorption rate

- Contain other nutrients

- Less Polluted or smelly

- Not eco-friendly

- More Pricey
- Rich in DHA

- Safer for vulnerable groups

- Vegan friendly

- Low in EPA
Middle-aged
and elderly
Children of
the elderly
Help maintain
cardiovascular
health
Purchase for
Teenagers
Parents
Help with their
brain health
Purchase for
Middle-aged
and elderly
Children of
the elderly
Help maintain
cardiovascular
health
Purchase for
Teenagers
Parents
Help with their
brain health
Purchase for
*Sophisticated buyers
with knowledge of DHA/
EPA products/
Pregnant
women/ babies
Family
members Plant oils are safer

for pregnant women
or babies
Purchase for
Buy algae oils
instead of animal oils
to supplement
omega-3 acids
Themsleves
Vegans/
vegetarians
Purchase for


41
CONSUMER INSIGHTS & TRENDS
• Consumers, especially young people, are
no more satis
fi
ed with taking only a
single type of products or consuming
supplements with generic functions. It
can be seen the trend of consumers
purchasing more than 4 kinds of
products with targeted functionalities
respectively.
• The consumption of health
supplements has gradually been
shifting from only hoarding products
during big promotion periods to
more of a routine pattern.
Other months
57.7%
Dec (12.12)
9.6%
June (6.18)
10.9%
Nov (11.11)
21.9%
Other months
60.1%
Dec (12.12)
7.9%
June (6.18)
10.8%
Nov (11.11)
21.1%
• With increasing awareness of
fi
tness, more people have started
to cultivate the habit of working out
frequently. Correspondingly, the
number of people consuming
sports related supplements has
increased rapidly.
1 2-3 4-6 6+
MAT2018 MAT2019 MAT2020 Growth Rate
* Source: CBNData Consumer Big Data
MAT2018 MAT2019 MAT2020
Sales Revenue # Consumers
* Source: CBNData Consumer Big Data
MAT2018-2020 Tmall Sales Data of Sports-
related Supplements among the Young
Sales over
1.5 billion
yuan
Nov 2020
Nov 2021


42
CONSUMER INSIGHTS & TRENDS
• Nowadays, working overtime is
inevitable for a lot of young people in
China. More and more of them are
seeking related health supplements
as remedies after staying up late in
order to "save their lives".
• Regarding the products forms,
those in the form of snacks such
as gummy and jelly are favored by
more and more people. The
younger generation who are
usually early adopters are more
likely to be attracted to snack-
formed health products.
• More Chinese women start to pay
attention to internal beauty and thus
the sales of beauty supplements
has increased drastically these
years. The consumers are getting
younger with the trend of Gen Z
starting to take more market share.
* Girls around 20 sharing the supplements
they consume on Xiaohongshu
A lot of Chinese snack-formed health supplement
brands have entered the market in recent years.
(*in pic: MInayo, Unicalorie, Wonderlab)
* Swisse Sales Revenue Share by Product Category
Nov 2020 VS Nov 2021
Swisse Thistle Sales Revenue
0
3,250,000
6,500,000
9,750,000
13,000,000
Nov 2020 Nov 2021

ABOUT
Young Families in China today are under a lot of responsibilities and pressures. They are
tasked with raising their kids and caring for the elderly other than working hard during the day
to earn more money for the whole family’s life quality, which often makes them tired out. They
need health supplements for three generations to keep the whole family healthy, including
themselves.
Live-streaming
O
ffl
ine retail points
Direct sales
Apps/ Mini programs
E-commerce marketplaces
PRODUCT CHOICE
• Supplements for the elderly (e.g.
fi
sh oil,
glucosamine)

• Supplements for the kids (e.g. DHA
products, vitamins)

• Supplements for adults (e.g. probiotics,
calcium tablets)
TRAITS
• Find it pretty dif
fi
cult to balance career and
family life

• Need to take care of all the family members

• Focus on product ef
fi
cacy and trust big
brands

• Pursuit of ingredient safety
GOALS & NEEDS
• Different health supplements for kids/
teenagers and the elderly

• The ingredient safety must be promised
for vulnerable groups

• Tablets need to be small enough to
swallow

• Have the preference for product bundling
so that all family members can share

PURCHASE CHANNELS
Young Families
#NUTIRENT
#QUALITY #GENERATIONS
#FAMILY
Persona No.1
MEDIA CHANNELS

ABOUT
Middle-Aged & Elderly is still a big consumer group of health supplements. Statistics show
that the average life expectancy in China rose to 77 in 2021, and the senior now have been
more open-minded towards taking health supplements for their own good. However, since
they’re much less tech-savvy compared to other groups, direct sales is usually their main
purchase channel.
Live-streaming
O
ffl
ine retail points
Direct sales
Apps/ Mini programs
PRODUCT CHOICE
• Omega-3 products (e.g.
fi
sh oil/ deep sea
fi
sh oil)

• Bone health products (e.g. glucosamine
products, calcium tablets)

• Multivitamins for the elderly

• Heart health products (e.g. Coenzyme
q10)
TRAITS
• Passionate about square dancing and
mahjong

• Rarely use social media

• Go shopping in off-line retail stores

• Buy products on the recommendation of
doctors or health experts
GOALS & NEEDS
• Prevention of the “3 highs”, cardiovascular
diseases and boost of immune system

• One-stop service for product selection and
recommendation

• Smaller tablets without the compromise of
effective ingredients

• The ef
fi
cacy of supplements and the
medicines they take will not affect each other
PURCHASE CHANNELS
#TELEVISION
#OFFSPRING #JOGGING
#MAHJONG
Persona No.2
MEDIA CHANNELS
Middle-Aged
& Elderly


45
ABOUT
Beauty & Health Enthusiasts are a group of people who pay a lot of attention to and invest a
lot on their external appearance in order to maintain a good state. In addition to using skin
care products, taking daily health supplements is also an essential approach to achieve
beauty-related ef
fi
cacy appeals. They closely follow the trends and are willing to try new
ingredients.
PURCHASE CHANNELS
Live-streaming
O
ffl
ine retail points
Direct sales
Apps/ Mini programs
PRODUCT CHOICE
• Beauty supplements (grape seeds
extract, collagen products, NMN, etc.)

• Multi-vitamins

• Probiotics for women

• Products that help weight control and
sugar/fat metabolism (e.g. enzymes)
TRAITS
• Focus on beauty and personal care,
both internally and externally

• Addicted to social media and easy to
be in
fl
uenced by KOLs

• Willing to and economically viable to try
new/niche brands and products
GOALS & NEEDS
• Look for beauty products that are effective
in skin whitening, hydrating and anti-aging

• The products for weight control shall not be
harmful to health

• Prefer snack-like products with cute
packaging

• Products that are good to women health
such as probiotics and evening primrose oil

Persona No.3
MEDIA CHANNELS
Beauty & Health
Enthusiasts
#SKINCARE #WELLNESS
#LIFESTYLE #FASHION

ABOUT
Fitness Fanatics regard workout as one of the essentials in daily life, and hope to maintain a
good body and personal mental state by choosing appropriate workout methods. Apart from
exercising regularly and eating healthily, they often consider taking some health supplements
to consolidate
fi
tness results and achieve more signi
fi
cant exercise effects.
Live-streaming
O
ffl
ine retail points
Direct sales
Apps/ Mini programs
PRODUCT CHOICE
• Meal replacement powder

• Protein powder

• Joint health products (e.g.
glucosamine)

• Vitamins, dietary
fi
bers, minerals
TRAITS
• Very proactive and self-disciplined

• Work out frequently and eat healthy

• Pay attention to product ingredients

• Tend to choose products under the
recommendation of
fi
tness trainers or
sports gurus
GOALS & NEEDS
• Products that can help lose fat and build
muscle

• Post-workout recovery and replenish
energy

• Support the mobility and
fl
exibility, prevent
bones and joints from injuries

• Portable product packaging is preferred

PURCHASE CHANNELS
Persona No.4
#HEALTH #PASSION
#POSTIVITY #WORKOUT
MEDIA CHANNELS
Fitness Fanatics

ABOUT
Of
fi
ce Workers’ pressure drastically increases as social competition becomes more and more
intense these years. To the white-collars, staying up late has become commonplace and more
of them are suffering from sub-health. Health supplements can help them maintain a good
physical condition, relieving physical and mental fatigue, and improving work ef
fi
ciency.
Live-streaming
O
ffl
ine retail points
Direct sales
Apps/ Mini programs
PRODUCT CHOICE
• Melatonin

• Lutein

• Liver protection products

• Multi-vitamins

• Gut health products
TRAITS
• Live with fast pace and often work overtime

• Prolonged use of electronic devices
(computers, mobile phones, etc.)

• Suffer from insomnia and poor sleep
qualities

• Always feel stressed out and anxious
GOALS & NEEDS
• Restore energy and boost immunity in
face of overloaded work

• Maintain the health of various organs,
such as eyes, intestines, liver

• Help fall asleep faster and have better
sleep quality

• Products shall not have side effects such
as making consumers drowsy

PURCHASE CHANNELS
Persona No.5
#996/007 #SUB-HEALTH
#PRESSURE #INSONMIA
MEDIA CHANNELS
O
ffi
ce Workers

This data pack includes:

• Analysis of the month’s trends and biggest winners
• The month’s best-selling products
• Sub-category market share
• Market share by price range
• Top search keywords
• Most popular brands
• Best-selling product characteristics
• Detailed sub-category market information
CHINA HEALTH SUPPLEMENT DATAPACK
Scan to register
(via google form)

TMO Group is a Digital Commerce Agency based in Shanghai, Hong Kong and Amsterdam, providing brands
with the full range of services in Mobile Commerce, Social Commerce, Cross-border eCommerce and Global
Commerce.

We provide integrated solutions for the entire eCommerce value chain and strongly advocate data-driven and
user-centric experiences building & operating true omni-channel solutions.

Our recipe of success is to guide our clients every step of the way: from gathering market intelligence, business
conceptualization and planning – to developing the solution and driving their business.

facebook.com/tmogroup
twitter.com/Tmogroup_SH
linkedin.com/company/
tmo-group
JING ZHOU, Business Director is an expert in eCommerce
strategy and digitalization. She has more than 10 years of
professional experience in international marketing and B2B and
B2C eCommerce. Her expertise speci
fi
cally lies in eCommerce
planning and strategic consulting for companies in the
fi
eld.

Contact: jing.zhou@tmogroup.asia

GOED-2022: Chinese Health Supplements market

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